Hospitality Marketing Management
Chapter One
INTRODUCTION TO
HOSPITALITY SERVICES
MARKETING
Chapter Objectives
After studying this chapter, you should be able to:
1. Explain reasons for the growth in hospitality services
and the marketing of these services.
2. Describe the differences between a product and a service.
3. List attributes that are used to evaluate services.
4. Define service quality and describe potential gaps in
service quality.
5. Describe philosophies for managing the quality
of services.
6. Use improved customer satisfaction as a marketing tool.
7. Identify reasons for service failures and describe
measures that can be taken to recover from these failures.
8. List service trends that ... read full excerpt from Hospitality Marketing Management ebook
